NZ Avocado Launches New Campaign

New Zealand Avocado Launches New Campaign at Asia’s
Largest Fresh Produce Trade Show

TAURANGA, Thursday 4th
September 2014 : New Zealand’s avocado industry will
launch its new export market promotional material at
Asia’s leading fresh fruit and vegetable trade show Asia
Fruit Logistica (AFL) this week in Hong Kong.Jen
Scoular, Chief Executive of New Zealand Avocado, says the
new marketing collateral positions New Zealand avocado as a
premium product promoting quality, safety and health.

“The unique property of New Zealand grown avocados
that we will promote in Asia is time. New Zealand grown
avocados hang on the tree for much longer than in other
producing countries - at least a year, during this time they
are fed by the generous rainfall and sunshine all the while
being nurtured by our dedicated growers,” says
Scoular.

This is the first time New Zealand Avocado has
represented the industry at AFL and is one of 460
exhibitors. Exhibitors from 38 countries will be showcasing
their produce. New Zealand Avocado will exhibit within the
New Zealand Pavilion along with 12 other companies including
Zespri, Plant & Food Research and avocado exporters JP
Exports and Te Mata exports.

Scoular says New Zealand aims
to become the avocado supplier of choice in Asian markets
and a successful showcase at Asia Fruit Logistica will help
raise awareness among buyers, suppliers and service
providers across the fast-growing region.

Another New
Zealand avocado exporter AVANZA will also be at the show
with their commercial partner Mission Produce USA.

New
Zealand’s avocado industry more than doubled its sales to
$136m, setting new records in both export and the New
Zealand market. This stunning return eclipses the previous
sales record of $84.1m set in 2009-10 and is far in excess
of the $60.4m worth of avocados sold last year.Scoular
has also been invited to deliver a speech at the Asiafruit
Business Forum, a set of seminars/discussions held as part
of Logistica event. Scoular will speak about how culinary
inspiration is driving NZ Avocado’s marketing
efforts.“We’ve considerably raised visibility of
avocados by using avocado ambassador Nadia Lim to promote
the delicious taste and amazing health attributes of New
Zealand avocados. Nadia is a nutritionist and Masterchef
winner and enjoys showing people how to create delicious,
nutritious meals using avocado as a key ingredient,”
Scoular explains.

New Zealand avocados are currently
exported to Australia, USA, Japan, Singapore, Korea,
Malaysia, Hong Kong, Taiwan, Thailand and some activity has
begun with India, but there is a lot of potential to
increase sales further, particularly in Asia.

“There’s
growing demand for premium, safe, and healthy produce. We
are positioning our industry to take advantage of that by
emphasising how New Zealand avocados are grown in a pristine
environment. We’re also collaborating with packers and
exporters to improve our supply chain to ensure our avocados
are delivered to Asian consumers in top
condition.”

Earlier this year New Zealand Avocado
announced a new five year partnership with the Ministry for
Primary Industries under its Primary Growth Partnership
(PGP) to increase productivity and industry
capability.

The new PGP programme called ‘New Zealand
Avocados Go Global’ aims to equip the industry with the
tools to triple productivity to 12 tonnes per hectare and
quadruple industry returns to $280 million by
2023.

“Increasing our exports to Asia is a big part of
that, and that’s why our new campaign launch at the Asia
Fruit Logistica trade fair is so important,” Scoular
says.

“Our PGP programme is designed to help us deliver
a consistent supply of premium avocados from one year to the
next. We now have to connect with trade and consumers in
Asia and show them why our fruit is worth
buying.”Scoular says avocados are a unique and
delicious fruit – they’re nutrient dense and contain the
good fats needed to help maintain a healthy heart. Avocados
are also great for healthy skin, promoting beauty from the
inside out.

Record visitor numbers are expected at this
year’s Asia Fruit Logistica event, with organisers
expecting some 7000 trade buyers and visitors from more than
60 different countries to attend.

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